You have decided to start a business. Assessing risk, allocating capital, defining your organization strategy and combatting competition are all major considerations. But, like any enterprise, first impressions are the most important. It starts with a name.

Couples spend months or even years debating the names of their children, and your business deserves equal thought. Your name is your brand. And as such, it should portray quality, reliability and confidence. It should both differentiate your business and promote good will. The health of your business depends on it. In a world of commoditized services and goods, a questionable name may lead to a negative public perception, which can impact bottom line performance.

Suppose you have trucks and signage to support your product distribution. Each message is a potential advertisement to the public and ultimately a powerful outreach opportunity to your customer. You should not let any chance to brand quality be underutilized.

Case Study

Presented for discussion is a very valuable and curious branding case known as Sal Mennella's Poultry from the 90s. Yes, that name wasn't a typo. Attractive trucks affixed with a professionally decaled chicken outline traveled about the boroughs of New York boasting of quality. There was clearly pride in the business but the name seemed fundamentally opposite to the representation of quality for poultry, specifically a bacterial infection we all know as Salmonella.

Does the suggestion of bacteria that makes people sick garner confidence here? Perhaps just calling the business Sal's Poultry would have been both a valuable and personalized brand associated with a family business.

Let's look at some branding examples that drive home the point immediately. Insurance companies, for one, intend to exude confidence and financial strength. They are there for the long term and have the ability to pay claims when you need them. Nationwide and Prudential are leading companies that brand confidence just from their names.

Of course not everyone is starting a national brand at this time, but one day your enterprise may become one. It is important to always think big! For small businesses, personalization is helpful in branding your venture along with immediately identifying the type of product or service that you are providing. For example, David's Cookies, the king of the Chocolate Chunk cookie, started out with one location in NYC and then grew to more than 225 on a worldwide basis. An amazing feat given the competition in the baking field, but the name both distinguished the product and provided a competitive edge.

So what happened to Sal Mennella's Poultry? A Google search didn't provide an exact match but it offered a result for "Mennella's Poultry" in New Jersey that was established in 1944. Maybe the CEO got the hint and changed the name.

Want more? Here are some great tips on how to name your business.

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Why You Need Cometeer Coffee: Coffee You Can Take on the Go

Cometeer Coffee

There’s an internet trend that says that everyone has three drinks: one for energy, one for hydration, and one for fun.


Hydration drinks are usually seltzer, a sports drink, or good old-fashioned water. Fun drinks can be anything from boba to kombucha to a refreshing fountain sprite. But the drink you choose for energy says the most about you. Are you a chill tea drinker? An alternative yerba mate devotee? A matcha-obsessed TikTok That Girl wannabe? A chaotic Red Bull chugger? Or are you a lover of the classics, a person after my own heart, who just loves a good cuppa joe?

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Over two years into the most momentous event in our lives the world has changed forever … Some of us have PTSD from being locked up at home, some are living like everything’s going to end tomorrow, and the rest of us are merely trying to get by. When the pandemic hit we entered a perpetual state of vulnerability, but now we’re supposed to return to normal and just get on with our lives.

What does that mean? Packed bars, concerts, and grocery shopping without a mask feel totally strange. We got used to having more rules over our everyday life, considering if we really had to go out or keeping Zooming from our living rooms in threadbare pajama bottoms.

The work-from-home culture changed it all. Initially, companies were skeptical about letting employees work remotely, automatically assuming work output would fall and so would the quality. To the contrary, since March of 2020 productivity has risen by 47%, which says it all. Employees can work from home and still deliver results.

There are a number of reasons why everyone loves the work from home culture. We gained hours weekly that were wasted on public transport, people saved a ton of money, and could work from anywhere in the world. Then there were the obvious reasons like wearing sweats or loungewear all week long and having your pets close by. Come on, whose cat hasn’t done a tap dance on your keyboard in the middle of that All Hands Call!

Working from home grants the freedom to decorate your ‘office’ any way you want. But then people needed a change of environment. Companies began requesting their employees' RTO, thus generating the Hybrid Work Model — a blend of in-person and virtual work arrangements. Prior to 2020, about 20% of employees worked from home, but in the midst of the pandemic, it exploded to around 70%.

Although the number of people working from home increased and people enjoyed their flexibility, politicians started calling for a harder RTW policy. President Joe Biden urges us with, “It’s time for Americans to get back to work and fill our great downtowns again.”

While Boris Johnson said, “Mother Nature does not like working from home.'' It wasn’t surprising that politicians wanted people back at their desks due to the financial impact of working from the office. According to a report in the BBC, US workers spent between $2,000 - $5,000 each year on transport to work before the pandemic.

That’s where the problem lies. The majority of us stopped planning for public transport, takeaway coffee, and fresh work-appropriate outfits. We must reconsider these things now, and our wallets are paying

the price. Gas costs are at an all-time high, making public transport increase their fees; food and clothes are all on a steep incline. A simple iced latte from Dunkin’ went from $3.70 to $3.99 (which doesn’t seem like much but 2-3 coffees a day with the extra flavors and shots add up to a lot), while sandwiches soared by 14% and salads by 11%.

This contributes to the pressure employees feel about heading into the office. Remote work may have begun as a safety measure, but it’s now a savings measure for employees around the world.

Bloomberg are offering its US staff a $75 daily commuting stipend that they can spend however they want. And other companies are doing the best they can. This still lends credence to ‘the great resignation.’ Initially starting with the retail, food service, and hospitality sectors which were hard hit during the pandemic, it has since spread to other industries. By September 2021, the US Bureau of Labor Statistics reported 4.4 million resignations.

That’s where the most critical question lies…work from home, work from the office or stick to this new hybrid world culture?

Borris Johnson thinks, “We need to get back into the habit of getting into the office.” Because his experience of working from home “is you spend an awful lot of time making another cup of coffee and then, you know, getting up, walking very slowly to the fridge, hacking off a small piece of cheese, then walking very slowly back to your laptop and then forgetting what it was you’re doing.”

While New York City Mayor Eric Adams says you “can't stay home in your pajamas all day."

In the end, does it really matter where we work if efficiency and productivity are great? We’ve proven that companies can trust us to achieve the same results — or better! — and on time with this hybrid model. Employees can be more flexible, which boosts satisfaction, improves both productivity and retention, and improves diversity in the workplace because corporations can hire through the US and indeed all over the world.

We’ve seen companies make this work in many ways, through virtual lunches, breakout rooms, paint and prosecco parties, and — the most popular — trivia nights.

As much as we strive for normalcy, the last two years cannot simply be erased. So instead of wiping out this era, it's time to embrace the change and find the right world culture for you.

What would get you into the office? Free lunch? A gym membership? Permission to hang out with your dog? Some employers are trying just that.

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